Brand Guide Mission Statement Cotton LEADS™ is a program that is committed to responsibly-produced cotton. This document has been created for partners to advance the mission of Cotton LEADS™ with visual consistency and a high level of quality. When the brand is displayed correctly, we create awareness and actually start to accelerate the growth and strength of our message. Logo & Logotype Logo Mark The single icon was inspired from the shape of a single cotton seed. Within that seed are bands of color that represent the rows of a field and the importance of spreading the Cotton LEADS™ message. Also, those six bands of color signify the five core principles of the program and the central or core circular shape represents Cotton LEADS™ itself. Logotype The Avenir font was chosen for its modern feel and versatility. LEADS is bold and obilique to show forward movement. Logo & Logotype Clear Space Logo & Logotype Clear Space To assure the brand properly stands out, clear space has been established to keep the mark free of any text or graphic elements. Clear space is measured by the larger capital letter height in the logotype as illustrated on this page. The minimum clear space is 1X on all sides of all layouts. Logo & Logotype Approved Layouts: Color Logo & Logotype On this page are the four approved The complete logo and logotype. layouts for Cotton LEADS™ color logo. Logotype words should be all caps and always have the TM superscript in the accepted layouts provided. Logotype only. Horizontal logotype option. Logomark only. ™ Logo & Logotype Approved Layouts: Black and White Logo & Logotype On this page are the approved layouts for Cotton LEADS™ black and white logo variations. These black and white layouts should have a limited use. Use the full color version where possible. Logotype words should be all caps and always have the TM superscript in the accepted layouts provided. ™ ™ Black boxes are not part of layouts. Logo & Logotype Incorrect Layouts and Use Logo Use These examples show layouts that do not adhere to guidelines for con- figuration, color and clear space. Do not rotate the logo layouts. Do not employ graphic effects such as a bevel, emboss, outer glow, or drop shadow. Do not skew or distort the logo layouts. Do not place the logo on a “busy” back- ground that diminishes visibility. Do not place the logo in a confined bor- Do not reconfigure the logo elements, or der, as when attempting to recreate use either one without the other. a patch or label. Logo & Logotype Approved Usage Guidelines Guidelines Logo Ownership The Cotton LEADS™ trademark can only be used by Cotton LEADS™ is a joint program initiated by Cotton Partners approved by the Cotton LEADS™ Operating Incorporated, in conjunction with its affiliates Cotton Committee and who have executed a Trademark Licensing Australia, National Cotton Council, and Cotton Council Agreement. International, to promote awareness among retailers, brands, and manufacturers of responsible cotton The Cotton LEADS™ trademark can only be used on production practices. approved Partner and Founder business-to-business marketing materials and activities (e.g. websites, When using the trademark, the following ownership brochures, presentations, conference materials, etc.) language should be used: CottonLEADS™ is a registerd trademark. The Cotton LEADS™ trademark should NOT be used on: - any product (e.g. hangtags, packaging) Materials bearing the Mark, including use of the Mark - any consumer facing materials on Licensee’s website, must be submitted to Cotton Incorporated for approval prior to production or publication of materials. Furthermore, Licensee agrees that any modification to the approved materials must be submitted to Cotton Incorporated prior to using the Mark in production. Specified Colors Primary Colors Used throughout the world, the Pantone Matching System® PMS 629c gives graphic designers, printers and others the ability to CMYK 34 0 9 0 sRGB 163 220 230 replicate colors on press with great accuracy. Some papers are coated to achieve a matte, glossy, PMS 2232c CMYK 58 16 29 0 or satin finish while other papers are uncoated. sRGB 113 176 180 Pantone color selections can be optimized for each paper type. This page shows our Pantone recommendations for PMS 2241c coated paper as well as CMYK builds and sRGB CMYK 69 19 47 1 sRGB 88 162 145 colors for optimal screen viewing. PMS 7737c CMYK 64 15 100 1 sRGB 107 165 57 PMS 2299c CMYK 42 0 100 0 sRGB 164 210 51 PMS 7730c CMYK 75 21 78 5 sRGB 75 149 96 Specified Colors Secondary Colors The six primary colors (on previous page) should be used in the majority of a design or page layout. These colors are the building blocks PMS 7531c PMS 7535c PMS 7607c of Cotton LEADS™. They also work earth clay blush harmoniously with the secondary CMYK 0 10 27 50 CMYK 0 3 15 20 CMYK 18 68 60 3 colors to make a defining palette. sRGB 148 134 113 sRGB 211 202 183 sRGB 200 108 96 The secondary colors provide the flexibility needed when using (and coloring) design elements such as type, graphics, artwork or photography. In addition, they help PMS 157c PMS 584c PMS 3935c ensure consistency; use of these sun green citrus yellow glow complementary colors in place of CMYK 0 43 70 0 CMYK 12 0 79 6 CMYK 1 0 68 0 others will help establish a distinct sRGB 249 162 94 sRGB 217 218 85 sRGB 255 243 115 and readily recognized look for Cotton LEADS™. Approved Fonts Approved Fonts Body Copy Font: Rules: Two corporate typefaces or fonts have Avenir Light Smallest font size 7pt been selected to provide a uniform Avenir Light Oblique and recognizable look for Avenir Book Cotton LEADS™ communications: Avenir Roman Avenir Book Oblique Avenir and MemphisT. Avenir Oblique Avenir Medium The primary font - Avenir - should be Avenir Medium Oblique Avenir Black used in headlines and body copy. Avenir Black Oblique Avenir Heavy The secondary typeface - Memphis - is best suited for information callouts and in graph displays. Thin, bold, italic and other variations are all Headline/Graphic Font: Rules: Smallest font size 7pt acceptable for use. Memphis T Extra Light Memphis T Light Memphis T Medium Memphis T Bold Approved Usage in Copy Headline Copy Example of Headline Copy: When used in headlines, Cotton COTTON LEADS™ should always be uppercase. LEADS should always be uppercase, italized, and bolded followed by a superscript(TM). Where possible, stylized version (horizontal logotype option) should be used in Avenir font. Body Copy Example of Body Copy: When used in body copy, Cotton should always be Title Cased and Cotton LEADS™ LEADS should always be uppercase followed by a superscript(TM). .